A new Republic of Singapore Navy recruitment campaign launches this week aiming to accurately reflect the resilience and grit shown by Navy personnel in ensuring Singapore’s safety, sovereignty, prosperity and reputation as a reliable partner.
The campaign, 'It’s Not Crazy, It’s the Navy' has been developed by MullenLowe Singapore to appeal to purpose-driven individuals who embody the spirit of Generation Z and value resilience, tenacity and collective purpose. The reality is that life in the Navy is not always about adventure, adrenaline and action. It is a purposeful home for a special breed of Singaporeans with a high level of resilience and dedication. When someone says they are joining the Navy, most family and friends are supportive.
However, the campaign recognises that sometimes the reaction may be, “Are you crazy?” because of the high demands of the job, long hours of sailing, and harsh conditions at sea. It is this reaction that the campaign aims to address and help people understand the reasons that makes the Navy worth signing up for.
The Republic of Singapore Navy is looking to attract quality applications from Singaporeans who are currently studying, waiting for enlistment, enlistees and mid-careerists. The campaign will run across multiple channels including Spotify, social media and OOH.